【作者】 张晓东；

【导师】 赵晓民；

【作者基本信息】 吉林大学 ， 工商管理， 2013， 硕士

【摘要】 浦发银行长春分行成立于2006年，是浦发银行在全国设立的第28家省级分行。其汽车金融业务开始于2012年7月，主要面向整车经销商，提供建店和日常周转的融资服务。目前已经完成以吉林省为汽车金融业务为行政中心，以一汽—大众供应商网络为依托，面向全国整车厂商终端销售商的汽车金融业务的布局。随着中国进入家用轿车时代和国家汽车产业振兴计划的颁布，特别是长吉图开发开放先导区对于汽车产业的大力扶持，中国汽车销售市场迎来了新的春天。这些都给浦发银行长春分行的汽车金融业务迎来了发展的机遇与挑战，但是在具体的业务营销过程中，也面临一系列亟待解决的营销问题例如：产品及渠道单一、信贷风险不确定、市场竞争激烈等。如何解决这些问题，推动浦发银行长春分行的营销走上正轨，成为本研究的主要内容为解决如上问题，本文首先从宏观角度分析了我国汽车金融市场的发展环境，认为我国汽车金融正处于在风险防控能力不断提升条件下的宽松化和规范化过程，特别是国家汽车产业振兴计划的出台，更是给汽车金融业务的发展带来的新的契机。在区域经济发展角度，随着居民收入水平的提高，人均可支配金额显著提升，居民购车愿望较为强烈，这无疑在需求方面促进了供给一方的大幅度增长，而供给终端的销售店的资金融通需求，无疑成为商业银行汽车金融业务的发展突破口。在消费文化方面，我国汽车消费具有明显的“面子”消费的特点，追求高档和高质量的购车体验成为国人普遍具有的价值观。其次对浦发银行长春分行汽车金融业务的各微观主体进行了系统的分析，认为作为浦发银行汽车金融业务的主要合作伙伴的一汽—大众公司正处于较为稳定的发展态势之中，浦发银行成为其金融服务的提供商，能够实现一起发展、一起成长的发展目标，具有广阔的合作前景。在对客户群体进行分析中，强调了客户群体的资金需求类型，为汽车金融业务提供目标土壤。并明晰了浦发银行与竞争对手在业务上的优劣势。通过SWOT分析工具剖析企业自身的优势、劣势机会和威胁，得出浦发银行长春分行汽车金融业务发展的总体发展战略，采用STP分析手段，对浦发银行长春分行汽车业务进行有效的市场细分，目标市场选择，并最终提出浦发银行长春分行汽车金融业务的定位是——国内汽车金融业务的领导者。并围绕这一定位，在汽车金融产品、协同营销、渠道保障、人才和技术等方面提出相应的营销策略，以保证市场定位的有效实施。更多还原

【Abstract】 Changchun Branch of Shanghai Pudong Development Bank（SPDB） wasestablished in2006, SPDB is established in the country ’s first28provincialbranches. Its auto finance business began in July2012, mainly for vehicle dealers,offering to build stores and daily turnover of financing services. Jilin has beencompleted for the automotive financial services as the administrative center for theFAW-Volkswagen supplier network as the basis for the national vehiclemanufacturers terminal vendors auto finance business layout. With China enteringera sedans and national automobile industry revitalization plan enacted, especiallyChangjitu pilot area development and opening up the great support for theautomotive industry, China’s auto sales market ushered in a new spring. TheseChangchun Branch of SPDB gave the auto finance business development hasbrought opportunities and challenges, but in the specific business marketing process,are also facing such as: products as well as a single channel, credit risk uncertainty,intense competition and a series of competitors marketing issues, these are preciselythe problems to be solved in this study. These problems both for SPDB autofinancing business or auto finance business marketing theory has a more importantsignificance.In order to solve the problems mentioned above, this paper first analyzes thefinancial markets, China’s auto macro environment that in the relevant policyguidelines, our country is in the auto finance capabilities in risk prevention andcontrol under the conditions of continuous improvement and standardization ofeasing process, especially the National Automobile Industry Promotion schemeintroduced, but also to the auto finance business development brings new opportunities. In regional economic development, along with the improvement ofliving standards, people living a substantial increase in the amount of disposableresidents desire to purchase more strongly, which undoubtedly contributed to thedemand for a substantial increase in the supply side, while the supply of terminalsales shop financing needs, will undoubtedly become a commercial bank autofinance business development breakthrough. In the consumer culture, China’s autoconsumption has obvious "face" consumption characteristics, the pursuit ofhigh-grade and high-quality purchase experience as people generally have values.Secondly, SPDB Changchun Branch of the auto finance business, the mainmicro carried out a systematic analysis, that the S SPDB auto finance business as akey partner FAW-Volkswagen is in a relatively stable development trend among theSPDB as its financial service provider, able to achieve with the development, withthe growth of development goals, and has broad prospects for cooperation. In theanalysis of customer communities, emphasizing the type of customer groupsfunding needs for the automotive finance business providing target soil. SPDB andclarity in business with a competitor ’s strengths and weaknesses.Through SWOT analysis tool, SPDB Changchun Branch clear auto financebusiness development of the overall development strategy, using the STP analysismeans, SPDB Changchun Branch automotive business for effective marketsegmentation, target market selection, and ultimately raise Changchun Branch ofSPDB Car financial business is positioned-the domestic auto finance businessleader. And around this position in the automotive financial products, collaborativemarketing, channel security, human resources and technology and other aspects ofappropriate marketing strategies to ensure the effective implementation of marketpositioning更多还原